Editorial Board   Guest Author

Ms. Stark

Naomi Stark

President, Stark Service Solutions, LLC

Stark Service Solutions, LLC was founded in 2001, by Naomi Stark, current Chair of the AH&LA Technology & E-Business Committee, an expert in guest satisfaction and loyalty and employee development. Stark Service Solutions, LLC is known for developing smart training and software platforms such as the Touch System. The Touch System is the only software tool of its kind, bridging HR, Training and Operations to sustain a culture of highly personalized guest experiences. This program brings a unique approach to customer satisfaction management, which consistently assists clients in all sectors of the industry. Ms. Stark began her hospitality career in 1996, at the Orchid at Mauna Lani in Food & Beverage, following several years in retail management. Ms. Stark quickly progressed with Starwood Hotel and Resorts and was promoted to Area Director of Guest Satisfaction Management in 1999. Her responsibilities included the guest and associate satisfaction ratings of each property in the region. Through analysis and careful examination of the commonalities causing guest and associate dissatisfaction, Ms. Stark developed the unique training program Formula 10™. Formula 10™ focuses on communication, accountability, and recognition practices across all departments. Through Formula 10™ and a system of checks and balances for every position in the hotel, every property in Ms. Stark's region achieved immediate sharp increases in customer satisfaction and loyalty ratings. Her properties repeatedly achieved “Best In Class” rankings and were recognized for consistently having very low “problems experienced by guests” ratings with the highest ranked “problem resolution” ratings. Clients from all major brands include W Hotels, Hilton Hotels, Wyndham Hotels, Best Western International, Marriott, Lexington and numerous independents. These have implemented Stark's specialized methodologies, experiencing enormous successes including increased diamond ratings and raising guest satisfaction ratings to as high as the nines from even the low sevens. For the second straight year Stark Service Solutions, LLC has been honored with the prestigious MD Preferred Services Award for “Outstanding Hospitality Training & Technology”. Hotels who use Stark systems - including the Housekeeping PM Touch System™ Module, which exclusively features an expert Bed Bug Inspection - receive special recognition by the medical community, for their “Commitment to Cleanliness and Service”. Ms. Stark is very involved in industry organizations and speaks regularly at events such as the 2011 HITEC convention on the subject of, “Technologies to Improve Hotel Operations”.

Please visit http://www.starkservicesolutions.com for more information.

Ms. Stark can be contacted at 480.614.1009 or nstark@starkservicesolutions.com

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.